classflow event activation

New Product Launch:“Educators Lounge” Brand Experience and Activation Plan v7

Prepared by Creative Jones Collective

Brand Campaign and Product Launch

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ClassFlow™ is a revolutionary cloud-based application that makes lesson planning more efficient and lesson plan delivery more dynamic. With ClassFlow, teachers can build and access interactive lesson plans from any web browser.

In addition, ClassFlow allows teachers to foster student engagement by connecting mobile devices such as tablets, smartphones, and laptops to classroom displays and interactive whiteboards. As a result, teachers can use real-time student responses to instantly adjust any lesson plan in the moment of learning.


• Build CF Brand and Product Awareness• 3M+ Impressions

• Engage Teachers, Administrators and Classroom Stakeholders• 4 Events, 2000 attendees• 100,000 streaming and YouTube event views• Sales lead generation

• Activate Teacher Registrations and Lesson Plan Development• 100,000 registrations by June 30, 2014• 200,000 lesson plans by June 30, 2014

• Build inventory of Content Marketing assets• Video, Photography, Social Media & Customer

Testimonials

• Collect Market and Customer Feedback• User product surveys

Educators Lounge Goals & Targets

Prepared by Creative Jones Collective3

Primary• 25-45 yr old mobile tech-comfortable

teachers of middle-to-high schoolers who typically look to new tech-based services to improve personal & professional tasks

• Principals and administrators• Instructional technologists

Secondary • Future educators (college students)• Teaching Faculty

Media • Education media• Technology media• Consumer (Popular) media

Educators Lounge Target Audience

Prepared by Creative Jones Collective4

Event Brand Experience Theme

“The Flow” – Teacher & Student Engagement

“The mental state of operation in which a person [teacher and student] performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity. In essence, flow is characterized by complete absorption in what one does.”

5Prepared by Creative Jones Collective

Create an event brand experience theme that celebrates the creativity of teachers (through lesson planning) to actively engage their students to produce outstanding learning results.

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Event Brand Experience Theme

• ClassFlow is for Creative & Innovative Teachers• Create Interactive Lesson Plans that Engage Students• Create Anytime. Anywhere.• Creativity Made Simpler

• ClassFlow Helps Connect Creative & Innovative Teachers• Connect More Interactively with Students• Connect through Various Devices• Anytime. Anywhere.

• ClassFlow Helps Teachers Learn and Achieve something Wonderful Personally and Professionally

• Achieve Measurable Student Learning Results


The core brand elements of ClassFlow will be integrated into the overall event in an interactive and “edutaining” way to promote enthusiastic teacher engagement with the ClassFlow application at the event itself and beyond.

Event Brand “Look and Feel”


Educators Lounge is a modern and creative expression for a community gathering place of educators who are passionate about and collaborative around education and teaching innovations

• Professional, upbeat, engaging, colorful, intelligent, modern, stylish, fun, unconference, experiential

• Meant to be a “sub-brand” for ClassFlow to be exploited online or in other offline events.

Event Brand “Look and Feel”


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Tentative Event Schedule

Dallas Anaheim Tampa Atlanta - ISTE

Pre Event Begin Apr 21 Begin Apr 28 Begin Apr 28 ISTE - TBD

Marketing/PR FB, G+, TW, YT, Display, SEM, email

FB, G+, TW, YT, Display, SEM, email



Educator Presenter Competition TBD TBD TBD N/A

Event MAY 10 MAY 17 MAY 31 JUN-- ISTE

Afternoon/Evening 2pm -730pm 2pm -730pm 2pm -730pm Evening

Est. Attendees 500 500 500 TBD

Post Event May 11 May 18 June 1 TBD

Marketing/PR FB, G+, TW, YT FB, G+, TW, YT FB, G+, TW, YT FB, G+, TW, YT

Est. Event Budget (excluding total marketing & travel expense)

$45,000 $45,000 $45,000 $75,000


iSchool Profiles – The Learner Voice


Travis Allen - CEO

Becoming A Mobile Learner

Embark upon a journey through the dawn of the information age with college student, Travis Allen. Experience the life of a true digital native who boldly refused to accept the status quo in the classroom.

Arvin Ross

Awakening Your Creative Genius

Unlock your own creative potential. This session expands creativity beyond the realms of subjects like art and music. Your mind will open as you consider ideas and knowledge you're already familiar with from a different perspective. This realization creates a paradigm shift.

Steven Anderson- @Web20Classroom

Bio- Steven is the Content and Relationship Evangelist for Promethean. He also regularly travels the country talking to schools and districts about the use of Social Media in the classroom and other emerging educational technology issues.

Speaker Profiles – Teachers Voice

Nick "The Nerdy Teacher" Provenzano

Title: Creating Leaders and Learners in the Classroom

Description-Educators have to look beyond the curriculum to help students find their passion for learning. We will explore #20Time and other Project Based Learning Activities that all students to take charge of their learning environment.


Tom Whitby

Title: Being A Connected Educator

Being connected means more than just having a social media profile. Let's look at the value of connections and why, now more than ever, it's important for educators to connect.

Amber Teammann

Title: Leveraging Technology As A Leader: It's Not "One More Thing"!

Engaging your staff and students is as easy you want it to be, if you choose to leverage the tools and mindset that promotes collaboration and communication. Let's talk about how to use your power for good!!

Adam Bellow (Tampa)

Title: The Time Is Now!

We live and teach in a remarkable time! Let's explore some of the amazing opportunities to further enhance education today.

Emcee Profile


Conn Jackson - Emcee/TV/Radio Host www.ConnJackson.com

Conn Jackson, a former facilitator at Disney University, has flourished in the communication and entertainment businesses. Presently, Conn hosts a daily radio show on Atlanta's Inspirational Talk Station 860am & Nationally on iHeart Radio, as well as his weekly syndicated TV show called Get Connected focusing on HOT Topics and People. He has recently interviewed Academy Award Winners Forrest Whitaker, Matthew McConaughey, and Ron Clark.

Conn's interactive style and understanding of event flow have made him a quintessential event host. Recent events were at UPS, Blue Cross Blue Shield, and Toastmasters International. Conn has degree's from both Cornell and Harvard.

Let your next event be memorable for your attendee's, Conn looks forward to engage your audience whereby focusing his attention on the flow and the featured speakers and guests.

2:00 – 3:00 Registration Networking Coffee/Tea/Light Snacks 3:00 Welcome

Event Emcee (Introduce Program and First Speaker) 3:10 – 3:45 SET #1 – Teacher Voice

NICK PROVENZANO – Creating Leaders & LearnersTOM WHITBY – The Connected EducatorAMBER TEAMANN – Leveraging Technology as a Leader

3:50 – 4:00 Two - 5 min “unconference” presentations by 2 community selected in market educators

4:05 – 4:30 Taking the Lessons Home – Emcee DirectedTable Work Groups To Discuss Information Shared – Tweet/Blog/Post To ClassFlow Community Site

Random Report Outs - From the Stage (Spokespersons selected from tables). Capture on Promethean Boards Around the Room

iSchool Tech Bus 4:30 – 4:40 Break

4:40 – 5:15 SET #2 – Learner VoiceTRAVIS ALLEN – Becoming a Mobile LearnerZACH -- #StuVoiceARVIN ROSS – Unlocking Creativity

5:20 – 5:30 Two -- 5 min “unconference” presentation by 2 community selected in market educators

5:35 – 6:00 Taking The Lessons Home – Emcee Directed

Table Work Groups To Discuss Information Shared – Tweet/ Blog/Post To ClassFlow Community Site

Random Report Outs - From the Stage (Spokespersons selected from tables). Capture on Promethean Boards Around

the Room

iSchool Tech Bus

6:00 – 6:10 Formal Program Wrap - Invitation to ReceptionDoor Prize Drawings (Laptops, Tech Devices)

6:10 -7:30 Appetizer Stations/Passed AppsDrinks and Conversation Soundtrack switch to evening track/DJ

830-10pm Private VIP Dinner (TBD)

Event Design Elements – Dallas, TX


Teachers, Administrators, Student Teacher & Faculty (500 attendees)Late Afternoon – Early Evening Lounge Vibe (2pm – 730pm)

Professional, upbeat, engaging, intelligent, modern, stylish, fun, unconference, experiential



NICK PROVENZANO – Creating Leaders & LearnersTOM WHITBY – The Connected EducatorSTEVEN ANDERSON – Social Media




the Room







the Room

iSchool Tech Bus




Event Design Elements – Anaheim, CA






ADAM BELLO – The Time is Now!TOM WHITBY – The Connected EducatorNICK PROVENZANO – Creating Leaders & Learners




the Room







the Room

iSchool Tech Bus




Event Design Elements – Tampa/St. Pete, FL




Align

The Educator’s Lounge events offer prime opportunities for broadening audiences and developing a variety of content to be used for ongoing marketing outreach. Several proven options exist for these services with Livestream

offering us the best package for our CLASSFLOW rollout.

Video Streaming and Capture

• Live event pages streamed across web, mobile and social media platforms• Live blogging, comments,

moderations & analytics• Community building which can be

leveraged with other CLASSFLOW and Promethean groups• Affordable pricing with no long-term

commitments• Unlimited event pages• Unlimited viewing and cloud-based

storage of all streams• Production hardware and software

easily available• Accessible phone support (we tested)

Primary Considerations

Align

BYOD – Bring Your Own Device

By design, the Educators Lounge events will showcase the “Connected Classroom” features and benefits of BYOD. The Taking Lessons Home section will provide for that level of audience/device interaction.

Leverage Promethean Database(s)• Ambassador Program• Salesforce CRM Customer Lists• Promethean Planet• Field Marketing and Sales Teams• Industry Partners (e.g. Microsoft)

Digital and Content Marketing• Microsite (WordPress)• SEO and Display Ads• Email Campaign (3rd Party Lists)• Social Media Campaign: FB, G+, TW, YT, IG, PI• Community Management: FB & G+• Video Production

In-Market Influencers• Public Relations/Local Media• Personal invitations to key Teachers, Instructional

Technologists and Administrators• Outreach to education programs at select universities

Educators Lounge Pre-Event Promotion


Pre - Event Dallas Anaheim Tampa/St Pete ATL - ISTE

Content Subjects

• Main Teachers – Profiles, Speaking Topics

• Speaker Presentations (10)



TBD

• Creative Leap Contest • Event/Customer Testimonials

• Event/Customer Testimonials

• Event/Customer Testimonials

• In Market Context • Live Stream • Live Stream • Live Stream

• Venue • Run of Show Elements • Run of Show Elements • Run of Show Elements

• Conn - Emcee • Happy Hour/Social • Happy Hour/Social • Happy Hour/Social

• iSchool • Greenroom/Standups • Greenroom/Standups • Greenroom/Standups

Content Outputs

• Promo Video (60 seconds)

• Dallas Highlights• Speaker segments

• Anaheim Highlights• Speaker segments

• Tampa Highlights• Speaker segments

TBD

(video, photos, copy

• Teacher Montage – Individual & Team

• Contest Winners• Edited Event Stream



graphics, music)

• In Market Video (Dallas, Anaheim, Tampa)

• Tour Segments & Bits • Tour Segments & Bits • Tour Segments & Bits

Content Channels

Microsite, email, FB, G+, YT, IG, TW, Livestream




Content Marketing – The Tour Narrative

The Education Tour is comprised of an “Indie Band” of Teachers who are “edutaining” teachers from stop to stop with creativity and innovation tunes with the culmination being the ATL-ISTE celebration event.


EducatorsLounge.com

Calls to Action• Register to attend Lounge Event• Register for Event Streaming• Vote for “Take a Creative Leap” educators

(via Facebook contest app)• Register for ClassFlow

Content• Photos/Profiles and Playlists of Main Teachers• Promotional Video (60-90 sec)• Event Photography• Gallery of 50 Educators (FB contest app)

Community• Facebook.com/MyClassFlow• Twitter.com/MyClassFlow• Social Media Share Function

Educators Lounge Pre-Event Promotion - Microsite


Educators Lounge Pre-Event Promotion - Contest


• 50 Educators Identified per market (Dallas, Anaheim & Tampa)

• Each selected educator has a profile of 25 words or less; and get's 50 words or less to talk about their "Teaching Passion Topic" they'd like to share with the Lounge audience (TED Style Talk)

• Community votes on top 10 in-market educators from the up to 50 submissions (via Facebook App)

• A panel of "distinguished members" will select the Top 4 from the Top 10

• Winners will have 5 min to present at Lounge event and also win an "all expense trip" to ISTE 2014 where they will be acknowledged at ATL - ISTE Educators Lounge event.

• Winners also play a role in ongoing pre-event and Tour content marketing.

Purpose: As part of these events we want to extend the opportunity to teachers in the surrounding areas to be on stage with our featured speakers like Adam Bellow, Nick Provenzano and Amber Teamann.

Educators Lounge Pre-Event Promotion - eMail


Educators Lounge Pre-Event Promotion - Social


As part of the overall content marketing strategy, Educators Lounge content will be leveraged through all of the existing ClassFlow social sites.

1MM Impressions

.75- 1MM Impressions

1-1.5 MM Impressions

Educators Lounge Measures & Investment

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Owned Earned

Paid

The Educators Lounge tour drives brand and product awareness and serves as platform to driver teacher activations (registrations) and lead generation for sales.

• Website• Blog• Social• Email • Streaming

• Print• SEM & Display• Partnerships/Sponsorships

• PR• Viral• “Buzz”

Educators Lounge = ~ $1MM worth of

content

Estimate 3MM Impressions with 4% conversion rate = 120K registrations


Educators Lounge Measures & Investment

Estimated Investment:

• Tour Events (3 @ $45,000)$135,000

• Venue/Decorations• Talent/Entertainment• Food & Beverage• AV/Production

• Atlanta Celebration/Product Kickoff (ISTE)$ 75,000

• Venue/Decorations• Talent/Entertainment• Food & Beverage• AV/Production

• Marketing & Promotions**$300,000

• Leverage Promethean Database(s)• Digital and Content Marketing• In-Market PR and Influencers** Specific itemized budget is still being finalized

Total Estimated Investment$505,000

ROI• Approx. $5.05 per targeted registered teacher goal of 100,000 by June 30, 2014• Approx. $0.17 per targeted teacher & media impressions goal of 3 million by Dec 21, 2014
